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РЕГИОНАЛЬНЫЕ СТУДИИ ТУРИЗМА
REGIONAL TOURISM STUDIES Alexander V. GLADKEY a, udc 330.4: 215.2
Vladimir S. KILIVNIK b, DO1 10.24411/1995-0411-201S-10206
Aigerim BEIBIT c
a c Kiev National University of Trade and Economics (Kiev, Ukraine); a PhD (Dr.Sc.) in Geography, Professor, Acad. of National academy of Tourism;
e-mail: alexander.gladkey@gmail.com; b National Pirogov Memorial Medical University (Vinnitsa, Ukraine); PhD in Medical, Associate Professor; e-mail: vs.kulivnuk@ukr.net; c Master of Science; e-mail: ovr@univ.kiev.ua
THE CREATION OF TOURISTIC IMAGE OF SANATORIUM "AVANGARD", NEMIROV CITY, VINNITSA REGION
Modern ways of promoting tourism product in Ukraine take place in the context of globalization and the transition to the Information Society and increase competition for consumers. It is hard to overestimate the role of tourism in socio-economic development in different regions. Tourism is a very specific sector of the economy. Tourism is regarded as one of the most profitable and intensively developing branches of the world economy. Modern tourism takes an increasingly important place in the economy of Ukraine. In Ukraine in the first half of 2017, 6.3 million tourists entered, which is 8.7% more than in the same period of 2016 (5.8 million foreigners). Crucial conditions for survival on rigid travel market are the need for concentration on a high-quality tourism product, able to satisfy the highest demands of modern tourism consumer, and promote itself to the market. A significant role in this process is played by four groups of factors: megafactors (climatic condition of the area), macrofactors (country its level of economic and political development), mezofactors (region destination, its social and touristic features a variety of tourism product) and microfactors (human resources, comfort and service, product promotion technologies, including social networks are prominent, etc.). The paper is aimed at creating the touristic image of sanatorium and resort located in the city Nemirov, Vinnitsa region, Ukraine using different mezofactors, information technology and the Internetprepared for promoting tourism product of these destinations. The authors focus their attention on the development of sanatorium "Avangard" located in the city Nemirov, namely on the creating of itsimage on the tourist market. Main purpose of the work is to investigate image of sanatorium and resort located in the city of Nemirov of Vinnitsa region, which contribute to attract the visitors or tourists, and consistently promote this entity on the market using different marketing communications. Keywords: sanatorium and resortdestination, image of sanatorium, health, cultural, educational and historical tourism, Nemirov city, sanatorium "Avangard", Vinnitsa region.
Currently, world market experiences transition from purely price competition toimageor rather brand competition, and today for a significant part of consumers, especially for medium segments, the popularity and reputation of a trademark becomes almost the most important criterion.
In order to understand why most of the world's manufacturers of consumer goods have followed the path of creating images, it is necessary to understand what aimage is, how this concept has appeared, and what it gives to the manufacturer.
The word "image" has a long ancient tradition. Image (from Latin: imago) is an
artifact that depicts visual perception, for example, a photo or a two-dimensional picture, that has a similar appearance to some subject -usually a physical object or a person, thus providing a depiction of it. And now, in the world lexicon, the concept of «image» coming from the economy is widely used. For some, this means name, symbol or design based on visual perception of consumer, for others -a popular trademark or brand [7]. With all the discrepancies, there is no doubt that in business an image has a strong position. Worldwide fame has been gained in product and corporate images or brands - Porsche, Adidas, MacDonald's, Microsoft, Coca-Cola, etc. since
the mid-1990th, XX century. The formation of images has become a law of entrepreneurship, especially companies seeking to enter new, not yet mastered spaces. Owning an image is for them the strongest argument in a tough fight. Strong competition for influence on world markets and world politics is led not only by individual image of companies, but also by whole states [8]. Powerful integration processes drag all the countries without exception into the globalization cycle. At the same time, each state strives to strengthen key factors of national development, to find its own party in a worldwide concert. To do this, we must clearly position ourselves in the international public opinion, in other words -to become an image in world markets [7].
The need for image is obvious: in the modern world, in many markets, the image is the condition for the existence of the commodity in general. The development of image helps a company or an individual product to rebuild from competitors, to create additional value, and to increase sales in the long term. Every day we see a huge number of images around us, some of them are known all over the world, others - only in a separate region. The total number of products and images on the market is constantly growing and the number of well-known images and brands acceptable to them remains very small. In this mass of proposals it is important to make the image visible to the client and provide it with the qualities necessary to ensure that buyers prefer their images to competitors. An image is the most important factor in ensuring customer loyalty [9]. Animage is important for its owner as an important and expensive (and possibly the most expensive) asset of the company, and also for the consumer as a factor that allows to identify the product or service in the total supermarket system. The world without images cannot be pictures: images in fact began to be such objects, about conscious «imaging» of which there was no question - it is geographical objects, and pages of history and direction of painting. The key points for assigning these objects to a host of images are their uniqueness and the presence of a circle of adherents who are stably willing to somehow consume them. Here we need to clarify that consumption in general is not so much a waste
of money in exchange for owning a commodity, as an expenditure of personal resources (including time or attention) in exchange for achieving a certain positive experience. And, often images appear even spontaneously, regardless of our participation in the process of their creation [1].
An image in terms of the consumer is not just a set of goods, services, their features or distinctive features in its pure form. An image, first of all, is a set of tangible and intangible benefits, which carries the consumption of a product or service that has specific identification symbols (marks, signs). In today's world, there is a clear trend of the transition of all benefits to the intangible sphere: in markets filled with goods, any competitor can repeat the technology, copy the appearance of the product or the essence of the service. It is impossible to repeat only virtual, imaginary, illusory benefits and features. And it is these intangible, often unconscious consumer benefits and causes the consumer to become an adherent of the image.
The main practical goal of the image is to achieve competitive advantages and the ability to set a higher price for the product. The consumer is willing to pay more for an imaged or branded product, that is, for the best (real or imaginary) quality. The image structure includes both material (visual image, advertising, service level, etc.), and intangible (promises of benefits, personal evaluations, cultivation of business, etc.) components [4; 10].
At the present time, not only goods, but whole cities and countries, capable of personifying a certain idea created by them, begin to become images, to embody a certain image, an idea of them.
In cases with cities, the subject of making images is not the product, but the relationship between the city and the tourist, the sensations that the city gives to tourists, its inhabitants and infrastructure, its uniqueness, culture and traditions. The image becomes a marker of effective style of city management. In the same way, making of the city image requires great responsibility not only from the state that manages it, but also from its inhabitants, since any city is primarily people who live in it.
Advantages and maximum adaptation to the expectations and needs of consumers are the main development factors of making images fortourist destinations. That is, we can use process of making images as a means of increasing the competitiveness of a tourist destination. We must remember that by developing it at the image level, we will not only attract more tourists to the country as a whole, but will also strengthen our positions in the tourism market [2].
If we consider a tourist destination as the main object of the image building process, then the imagemust be understood as a unique and competitive picture of the territory for domestic and international positioning as an attractive place for visits and tourism. Then making of imageshould be called a systematic process of coordinating actions, behavior, investments, innovations and communications of the territory to implement the strategy.
The source of image identity is a set of ideas, values, characteristics, culture, words, images, which together create in the minds of representatives of the target audience certain associations with the destination-image.
The term «tourist destination image» has not been methodologically studied in full measure and, as a rule, the tourist destination is perceived more as a commodity, and tourists as buyers. World practice shows that the most desirable type of relationship between a tourist destination and a target audience is when consumers become active partners, and the territory is transformed into a single image with a developed infrastructure and services. In this regard, a promising and effective model for the development of a tourist destination is the management of the image as a new intangible asset and as the core of strategic management of the territory. With this approach, the image acts as a link between consumers (partners) and the main components of the business function of the territory. It should be noted that in this case, the image is understood as a certain way of communication, establishing trustful relationships with target audiences (investors, tourists and local residents). We can single out the following strategic advantages of using such an image management concept for a tourist destination:
- formedimage allows establishing a higher premium price for the produced tourist services and goods in comparison with the prices of the competitor territories;
- a strong image creates a sense of loyalty to the tourist destination among the target audience and minimizes consideration of other areas for visits and tourism;
- the presence of the image contributes to the greater success of new products, activities or services through implied endorsement by target audiences;
- tourists,informedabout the destinationimage, are more willing to travel long distances to visit the desired destination;
- successfulimage provides additional leverage in establishing partnerships with investors;
- well-knownimage makes the destination more attractive for obtaining international grants and public investments [5].
Thus, we can say with certainty that the considered concept of the image of the tourist destination will promote the tourism development in the region and have a positive impact on the image and reputation of the destination.
The essence of creating a successful image is building an emotional connection between the product and the consumer. Taking into account the fact that the tourist imports his impressions to the country of residence, we can argue that the tourist is undoubtedly the most emotional buyer, therefore, the potential of such emotional attachment for tourist destinations is even higher than for quickly consumed goods or services. The strong and deep associations, if they are skillfully managed, can form the basis for image building. It is important that the image architecture reflects all of its key values, the desired associations, including its rational and emotional advantages, as well as its individuality or identity [3].
Image management aims to increase the value of an image. In this case, the value is the benefit that the producer receives. It should be noted that such concepts as image management, marketing and PR are different things. In the first case, managers make financial statements and keep accounts, as the effectiveness of their work is calculated
in material terms. In the second case, the budget for marketing tasks is allocated at the very end of the business plan, to the actual «balances». This same principle often applies to PR. Accordingly, unlike PR and marketing, image management plays an important strategic role in the work of the entire organization.
A positive image of the city is necessary to attract tourists, improve the social well-being of its residents, and also to attract financial investments. The image of the city influences various aspects of urban development, and, first of all, the economy, culture, migration processes, as well as the behavior of residents in the city. It can be defined as a relatively stable and reproduced in the mass and individual consciousness set of emotional and rational ideas about the city, formed on the basis of all the information received about him from various sources, as well as his own experience and impressions [6].
The image of the city is one of the most significant objects of management. The formation of the necessary or new image of the city always proceeds from the fact that the city is not a new commodity and it has a certain image. Objects of formation of any image of the city can be such basic socio-psychological concepts as the interests of city residents, their needs, material and spiritual values; and additional: a different level of relations between the subjects of the city, the degree of their effectiveness.
It should be noted that the need to develop a strong and successful image that enhances the image of a tourist destination is associated with fundamental changes in the nature of consumer behavior due to the fact that for a potential tourist the choice of a holiday destination today is not only an indicator of a lifestyle, but also a certain status value. All this forms an objective need for a competent approach to making image of destinations as the process of creating and managing an image.
The main functions of the tourist destination image are related to:
- the formation of an individual image (brand) of the destination, which distinguishes it from its competitors;
- ensuring its recognition by choosing a market position for the tourist product of the destination;
- confirmation of the quality of the tourist product of the destination;
- a positive influence on the formation of corporate consciousness of the population of the tourist territory (region, destination).
The image of destinations is an evolving category, the changes of which are in close relationship with the dynamics of the market. Management of these changes is part of the making image task as a managerial process aimed not only at creating and developing an image, but also in promoting it and increasing the demand among consumers.
Let's discover the main factors of sanatorium and resort image creation in Nemirov city, Vinnitsia region. First of all, the city of Nemirovhas a great historical heritage that influence on its touristic image development. The area where the district center Nemirov is located has been inhabited for a long time. In the tract of Gorodische, which is located not far from Nemirov, the remains of the Trypillian culture settlement have been found. In the same tract, Gorodische is one of the largest (150 hectares) Scythian sites of the VII-VI centuries B.C. It is surrounded by powerful shafts - 32 meters wide, 9 meters high and 5.5 km long (Figura 1).
Figura 1. - Scythian sites "Nemirov Gorodische", VII-VI centuries B.C.1 In the X-XI centuries on this place there was an ancient Russian settlement. According to the legend, on the site of this settlement there was a city of Worlds, which during the Tatar invasion was completely destroyed.
1 The author ofthe photo (Fig. 1-4 ): Alexander V. Gladkey
At the end of the XIV century a new city of Nemirov appeared. The first written mention of the city falls on 1506 (in the label of Khan Mengli-Giray). In the era of the Polish-Lithuanian Commonwealth Nemirov became the city of Bratslavsky province.
Nemirov was one of the centers of struggle against the oppressive oppression and cruel support. In the years of the peasant-Cossack uprising led by Severin Nalivaiko, the population of Nemirov and the surrounding villages acted in his detachments. It participated in anti-ghetto uprisings and unrest in 1607, 1612, 1614 and subsequent years, as well as in the war against social and national oppression in 1648-1654. The Jewish population of the city was badly damaged on May 31, 1648, when the Cossacks entered the city of Nemirov without a fight, under the guise of a Polish detachment, where thousands of Jews, including refugees from surrounding villages and towns, who were hiding in a Nemirov fortress, were brutally murdered.
Since the 1640's Nemirov belonged to Prince I. Vishnevetsky; during the War with Poland (1648-1654) with interruptions was the hundredth place of the Kalnicki and Bratslav Regiments. From 1672 to 1699, Nemirov was under the rule of the Turks (part of the Sarmatian principality of the Ottoman Empire, being its capital for some time). The city was densely populated by Jews who enjoyed the protection of the Turkish authorities, which became especially necessary since the sultan appointed Yuri Khmelnytsky a hetman over the right-bank Ukraine, with a residence in Nemirov (1677-1679): the hetman subjected the Jews to death for the slightest offense [11].
At the beginning of the XVIII century, the place became the property of Potocki, who rebuilt the palace (former castle), where in 1737 Jozef Potocki received diplomats from Russia, Austria and Turkey who unsuccessfully tried to reach a peaceful compromise and end the Russian-Turkish war. At the beginning of the XIX century in Nemirov was the residence of the Braslav Hasidim.
After the Sections of the Polish-Lithuanian Commonwealth - a place of the Bratslav district of the Podolsky province of the Russian Empire.
Many famous people are associated with the city. In Nemirov, the famous Russian poet
N.A. Nekrasov and writer N. Trublaini were born, the Jewish poet Motl Gruvman and the poet Alla Eisensharf lived and worked here, the prominent American geneticist Theodosius Dobzhansky was born, the famous Ukrainian writer Marco Vovchok lived and worked here, one of the first programmers Ida Rhodes (Hadassah Itzkowitz) was born.
Bogdan Khmelnitsky and Yuri Khmelnitsky visited Nemirov (in 1677-1679 Nemirov was the capital of the hetman). Danilo Nechai, Polish kings Stanislav August Poniatowski and Jan III Sobieski, Russian Emperor Peter I, commander Alexander Suvorov, academicians Vladimir Filatov, Nikolai Pirogov, French writer Honore de Balzac, composers Ludwig van Beethoven, Ferenc Liszt and Claude Debussy, artist Alexander Vertinski, Russian general and traveler, L.K. Artamonov, playwright, Z.P. Moroz visited Nemirov also.
All the sights that have saved to this day appeared in a place in the XIX-XX centuries, since in 1803 and 1811 Nemirov burnt to the ground. Among them:
• male and female corps (1815) of the former gymnasium;
• Holy Trinity Church (1876-1881);
• the building of the former Diocesan School (1881);
• Mill (the second half of the XIX century, now Mukhovetsky store);
• The Shcherbatov Palace (Maria Scherbatova -the granddaughter of B. Potocki), now the main building of sanatorium «Avangard»;
• a landscape park (1885, 85 hectares);
• water tower, andbuilding of the power plant (1903-1905, architect Pehler);
• the church of Joseph the Betrothed (1801);
• house (and a monument - 1974) of Marko Vovchok;
• a monument to the poet N. Nekrasov (1971);
• Nemirov ancient settlement of VII-VI centuries. BC. etc.
In the city there are two distillery and alcohol production company "Nemiroff". However, the magnificent Shcherbatov's palace (late XIX century) is Nemirov's visiting card. Today the "Avangard" sanatorium is locatedhere. Nemirov is a great place to relax
and there is an opportunity to get better. Nature around Nemirov strikes with its beauty and pristine purity, and the air with freshness and unique aroma.
One of the main attractions Nemirovis sanatorium «Avangard», located in the former estate of Princess Scherbatova. There was a palace in the style of classicism, a park and several structures, including a unique powerhouse at that time on the Southern Bug.
In the 1787, the ex-owner of the city of Nemirov, Count Vincentius Pototsky, established a landscaped park with an area of 75 hectares. A little later the new owner Boleslav Pototsky replenishes the park with rare species of trees and bushes, arranges its architecture. Since 1840, he built a palace in the center of the park, which in 1885 was demolished, and in 1894 a new owner of the estate, the granddaughter of the Count -Princess Maria Grigorievna Scherbatova began construction of a new one. The palace was designed by the Czech architect Jiri Stibral, and was built in conjunction with Kramarzh. The construction was completed in 1900, and some minor construction work continued until the death of the princess in 1920.
After the final establishment of Soviet power in Nemirov, the question arose of preserving the plundered palace of Princess M.G. Scherbatova and the cultural values that still remained in it. Gustav Brilling, a former Nemirov, a graduate of the Nemirov grammar school, a lawyer, a collector of antiquities and art, the founder and the first director of the Vinnitsa Museum of Local History, had a great work in this matter. It was he who, at the beginning of February 1921, created and headed the commission of the People's Commissariat for the Conservation of «no-man's property» (this is what the palace christened the Soviet power). Thanks to him, some of the works of art were saved, and now they are stored in the museums of Vinnitsa and Kiev.
The palace was given to the agronomy school (the western part of the palace), a museum was also created there; the remaining rooms of the palace were given to the people's theater, which gave the first performances on February 24 and March 10, 1921 (Figura 1, 2).
In May 1921, the first sanatorium in Ukraine for resting the inhabitants of the
Podolsky province was createdon the basis of the estate of M.G. Scherbatova. It is worth to note that in the Soviet Union there were only four such institutions. The sanatorium received the all-Union significance and was under the Republican subordination.
In 1925 the sanatorium owned 70 acres of a private land, 32 acres of arable land, 7 acres of ponds and 17 acres of pine forest. At this time the sanatorium organized 3 polyclinics with six offices and consultation for pregnant women. For every six weeks, the sanatorium was serviced by an average of 150 adults and 70 children. During 1925 year, 900-1000 people were recovered. Subsequently, the sanatorium was transformed into a recreation center «Avangard».
Figura 2. - The Palace of Princess Maria Scherbatova (now the main building of sanatorium "Avangard")2
Since March 1944, the palace was reconstructed into a military hospital with a sanatorium, which was headed by Captain Shchukarev. When the hospital was closed, the sanatorium was returned to the institution. Since 1947 this sanatorium became a rest house, which worked until 1989, when the health resort for the third time became a sanatorium. Almost 40 years the health center was headed and developed by the Honorable citizen of the city of Nemirov -Mikhail Naumovich Mostovoi. Today, the Subsidiary clinical sanatorium «Avangard» CJSC «Ukrainian professional health resort» is a multidisciplinary medical and rehabilitation institution operating year-round with extremely rich and good traditions.
2 Там же.
Therefore, sanatorium «Avangard» became a main attraction of Nemirov city. There were located a palace in the style of classicism, a park and several structures, including a unique power plant at that bank on the Southern Bug (Figura 1, 3). Maria Scherbatova was known for her charity work. In 1914, she gave the palace to the needs of a hospital for wounded soldiers, and she worked as a nurse there. A daughter of Peter Stolypin -Helen, daughter-in-lawof the princess, who specially arrived to Nemirov for this purpose, also worked together with her. But in such a city it could not all end well. Princess Maria Scherbatova, together with Helen Stolypina, was shot by the Red Army in 1920.
Figura 3. - Water-Engined Power Plant built in the XIX century3
Taking into account the analysis of geographical, natural, historical, economic conditions, the sanatorium «Avangard» is a real participant in the progress of the social and economic life of the city of Nemirov and the region. The result of recreational activities is the satisfaction of people's needs for rest, rehabilitation, development of their own physical, mental, spiritual and intellectual forces. Clinical sanatorium "Avangard" is provide rehabilitation and treatment for circulatory system, respiratory system, neural system, loco-motor system, skin, digestive system, endocrine system, reproductive system as well as for organs of vision diseases.
There are different rehabilitation types for circulatory system diseases in this sanatorium:
1) Ischemic heart disease (stable exertional angina not higher than 3rd functional class);
2) Cardiosclerosis;
3 TaM we.
3) Hypertension not higher than stage IIB with benign course;
4) Hypotonic disease and symptomatic hypotonia;
5) Cardiomyopathy;
6) Obliterate diseases of extremities vessels;
7) Stages after the surgery for arteries obliterate diseases;
8) Varicose veins, chronic thrombophlebitis [11].
Rehabilitation of patients with respiratory system diseases can solve different problems after acute inflammation of trachea, bronchi, lungs; chronic non-specific diseases of the lungs and also bronchial asthma in remission stage. Neural system diseases (Neuritis, polyneuritis, plexitis, radiculitis; affections of nervous roots, plexuses and nerves; neurological manifestations of spinal osteochondrosis; raynaud's disease; neurosis) can be rehabilitate also [11].
There are different types of locomotor system diseases that can be cured in clinical sanatorium "Avangard" also: chronic arthritis in remission phase; spinal osteochondrosis; chronic bursitis, synovitis, tendovaginitis; myositis. Rehabilitation of patients with skin diseases includes solutions for neurodermatitis; psoriasis; trophic ulcers. Chronic cholecistitis, cholangitis, hepatitis, gallstone diseases, biliary dyskinesia, stage after cholecystectomy as well as chronic gastritis with low secretory function in remission phase are the main digestive system diseases that patients can rehabilitate in clinical sanatorium "Avangard" [11].
Endocrine system diseases (obesity of I-II stages, mild diabetes mellitus, urine acid diathesis) as well as reproductive system diseases (disturbances of ovary-menstrual cycle, chronic inflammation of uterus and appendages, male and female infertility, endometriosis, miscarriage, cystalgia, hysteromyoma if conservative treatment is prescribed) are one of the main directions of patient rehabilitation in above-mentioned sanatorium also [11].
Moreover, clinical sanatorium "Avangard" has different programs for organs of vision diseases rehabilitation. There are: 1) state after surgeries for inborn and acquired
glaucoma, after cataract surgical treatment, after surgeries on cornea, after surgeries in retina pathologies, vitreous body (4-6 months after the surgery); 2) stable compensated glaucoma; 3) pigment degeneration of cornea; 4) age-related macular dystrophy, dry form; 5) consequences of inflammatory diseases of retinal and vascular membranes; 6) corneal dystrophy; 7) keratoleukoma (after viral or bacterial keratitis, trauma); 8) Diabetic retinopathy (non-proliferative, pre-proliferative); 9) disturbances of refraction and accommodation: myopia, hyperopia, astigmatism, accommodation cramp; 10) amblyopy; 11) squint; 12) chronic blepharitis; 13) chronic blepharoconjunctivitis; 14) eye trauma consecuences; 15) improvement of health before surgery [11].
Clinical sanatorium "Avangard" has different medical and rehabilitation departments [11]:
I. For burn patients: 1. Burn contractures and deformations of any localization which spread during 1,5 years after burning; 2. Afterburning scars maturing or healing, burn sites of III-A stage not in joint areas (during first year after burn wounds healing); 3. Maturing sites of free skin transplanting not in joint areas (during first year after skin transplanting); 4. Hypertrophic and keloid cicatrix after surgery or after self-healed burn wounds (during first 1,5 year after burn wounds healing); 5. Thermal lesions of respiratory passages (inhalation lesions) - during first year after burn; 6. Burn pneumonias (during first year after burn wounds healing); 7. Toxic hepatitis, enteritis (bowel lesions); 8. After-burn pyelitis, pyelonephritis (during first year); 9. After-burn myocarditis (during first year).
II. For women with pregnancy pathologies: 1. Normal pregnancy course in terms 12-35 weeks (including the term of staying in the sanatorium department); 2. Anemia of pregnancy (iron deficiency) without accompanying diseases; 3. Ordinary abortion; 4. Rheumatism, non-active phase; 5. Compensated rheumatic and inborn heart defects; 6. Chronic non-specific lung diseases in remission phase; 7. Hypertension of I stage; 8. Myocardiosclerosis and myocardiodystrophy without blood circulation deficiency and heart rhythm disturbances; 9. Obesity; 10. Diabetes
mellitus (light form); 11. Thyrotoxicosis (light form).
III. For patients with chronic non-specific lung diseases: 1. Bronchial asthma of atonic, infective or mixed etiology in light or mild stage; 2. Chronic obstructive bronchitis with respiration failure signs of I-II stages; 3. Chronic non-obstructive bronchitis with respiration failure signs of I-II stages; 4. Acute pneumonia with prolonged course more than 8 weeks; 5. Acute pneumonia with obstructive syndrome and prolonged course more than 8 weeks; 6. Acute pneumonia with accompanying allergic diseases and prolonged course more than 8 weeks; 7. Persons who often have acute bronchitis, acute respiratory diseases working in conditions of high gas and dust pollution; 8. Persons with signs of bronchi hyperactivity appeared after influenza, acute respiratory diseases, acute bronchitis of viral and bacterial etiology.
IV. For patients with endocrinology pathologies: 1. Obesity, primary, alimentary-constitutional, of I-III stages, without signs of circulatory decompensation; 2. Diabetes mellitus, first found, latent, pronounced, of I-II types, mild stage in the phase of stable compensation; 3. Thyrotoxicosis, of primary and secondary genesis, of mild stage, without pronounced complications, with enough correction of hormonal disturbances; 4. Hypothyreosis, non-complicated forms accompanied with thyreogenic obesity, dystrophic changes in joints and spine; 5. Pathology of reproductive sphere of endocrinal genesis. Also, clinical sanatorium "Avangard" provides innovative treatment with radon of mild action.
Sanatorium "Avangard" has a separate treatment and diagnostics with 47 rooms, a swimming pool, a shower and bath departments [11]. It also has several unique departments that are officially recognized as the best in the Ukraine - pulmonology, endocrinology, pathology pregnancy and burns. Very great pride and heritage «Avangard» is highly developed technology hydrotherapy. In addition, it is not the only unique services that are in the sanatorium, their number also includes: plasmapheresis, bioresonance stimulation, hirudotherapy, massage, cryotherapy, and others.
The list of treatment facilities that available at the sanatorium include: apparatuses for inhalation "Pari" (Germany); apparatus for salt inhalations "Haloneb"; apparatus "Stream" for electrophoresis and galvanization; apparatuses "Pole", "Mustang", "Mit", "Olympus" for magnetic and magnetic-laser therapy; apparatus "EOL" for vibration massage of lungs; apparatuses "UST", "Barvinok", "Gamma ENT" for ultrasound therapy; apparatuses "Zond" and "Rupor" for EHF therapy; Chizhevsky's lamp for aeroionotherapy; apparatus "Mit" for oxygen therapy; apparatus "UI" for aerosol therapy; apparatus "Mit" for UV and laser radiation of blood; apparatuses for washing of nasal sinuses and tonsils; apparatuses for massage of middle ear tympanic membrane; apparatus for electrosonotherapy; baths combined for curing swirling and massaging baths; showers for circular, descending, Charcot's, jet methods of shower; apparatus "Mit" for hydrolaser showers; endotracheal, endobronchial irrigation as a special method of treatment; swimming pool; massages; therapeutic ophthalmologic laser LTO-02R; elec-trostimulator ophthalmologic "Phosphen"; muscle trainer ophthalmologic perimeter MOP-1; accommodation trainer optical ATO-3; synoptophore Sinph-1; trainer for retina stimulation with panoramic fields "Ambliopanora-ma"; maculostimulator "MKS-C"; apparatus spectral ophthalmologic ACO-3; apparatus for vacuum massage ophthalmologic ABMO 2m; apparatus for visual field examination "Pericom" [11].
The sanatorium «Avangard» occupies a leading position in Vinnitsia region and is very popular. In the old days, the territory of the sanatorium belonged to Princess M.G. Scherbatova. The atmosphere of beauty, luxury and wealth has survived here until now.
The territory of the health resort is buried in greenery, there is a dendrological park with a century-old history, exotic plants grow, beautiful picturesque lakes and water bodies are on the territory of the park.
The pride of the sanatorium «Avangard» is a deposit of its own radon mineral water. On the basis of the sanatorium, unique medical departments have been created, including a department for pregnant women. The powerful therapeutic and diagnostic base
of the sanatorium and the latest equipment allow implementing innovative methods of healing, such as plasmapheresis, bioresonance stimulation, cryotherapy and others.
For climatotherapy in the sanatorium «Avangard» all natural factors are important: atmospheric or meteorological, space or radiation, telluric, or earthly. Meteorological factors have two components: chemical (gases and various impurities) and physical (air temperature, atmospheric pressure, humidity, cloudiness, precipitation, wind).
Heliotherapy is used in the form of general or local solar baths (on collar area, lumbar sacral region, upper or lower limbs, etc.). The procedure of heliotherapy is shown to all healthy rest as a preventive, hardening agent, especially those that arrived from areas in which there is a probable light hunger strike. In addition, heliotherapy is indicated with hypovitaminosis D; pyoderma, psoriasis; wounds, badly healing ulcers, bone fractures with slow consolidation; at chronic pathology of locomotor apparatus, radiculitis, diseases of the cardiovascular and respiratory systems. For the rest of the elderly (over 55 years) heliotherapy should be used with caution.
There are over 140 species of trees and bushes imported from many countries of the world in the dendrological park of the Avangard sanatorium. These are several varieties of oak, whose bark has tannin properties; Lonely Planet, whose homeland is North America; the mountain ash, in the fruits of which contains a lot of vitamin C, P, carotene, organic acids. Make the sight of the beauty of ordinary juniper, a hectare of plantations that allocates about 300 kg of phytoncides per day, enough to clear the microbes of the air of a large city. As a symbol of longevity and invulnerability, the beauty of the dark-green needles «red tree», which belongs to the endangered species, is amazing. The cork tree, or the Amur velvet, remains a vivid monument of subtropical forests that covered Europe, Siberia, East Asia in the distant times. The decoration of the park is a ginkgo biloba tree, the birthplace of which is considered China. In folk medicine, its seeds are used from cough, odor, tuberculosis -as carcinostats, and also from the extract of fresh leaves, preparations are prepared (ginkkor, tanakan, etc.). Often found chestnut
horse, imported from Greece. The medicinal properties have leaves, fresh juice which is used for varicose veins, thrombophlebitis, atherosclerosis and hemorrhoids.
A magnificent magnolia vision is magnificent flower, the home of which is Japan. Its leaves are useful with high blood pressure and pain in the heart. Among many other trees and bushes of the park, you can note the laxative jester, whose fruits are used for atonics, spastic constipation and some skin diseases. Common viburnum, which is known as homeostatic and urethra, is indicated for nervous excitement, atherosclerosis, hypertension. Conventional maple has anaesthetizing, wound healing properties, enhances male sexual activity. Lime-tree Caucasian, used as tea, is a diaphoretic, antitussive and anti-inflammatory drug. Common lichen is used for anemia, atherosclerosis, diabetes, gallstone disease.
Given the popularity of health and also cultural and educational tourism, I think that the concept of forming the image of the sanatorium «Avangard» and its promotion as a brand will be successful in the future.
The image of Nemirov is formed on the basis of a pronounced positive picture of the city, which is based on unique opportunities to meet those or other requests of its consumers. In recent years, a lot of settlements have tried to acquire their own image, but most of these attempts failed miserably. The reason lies precisely in the fact that developers often ignore this deep sense of making image and pursue immediate utilitarian goals: they simply create an image solely for attracting investors and tourists. As a result, the city receives a visual identification, far from reality and incomprehensible to local residents, which, of course, quickly goes nowhere without their support.
The concept of Nemirov city image consist in: development of the image of Nemirov city that is not associated with the trademark «Nemirov»; creating an association of the city of Nemirov with health and cognitive forms of tourism; creating an association of the city of Nemirov with health and educational forms of tourism, using the example of «Avangard» sanatorium; using the castle of Princess Scherbatova (the main building of the sanatorium «Avangard») for
the development of not only health tourism, but also cultural, educational and historical tourism; organization of annual festival «Tea party of Princess Scherbatova» (Figura 4).
Figura 4. - The Central Hall in the Palace of Princess Maria Scherbatova4
It is advisable to recommend the following promotional activities to develop a positive image of sanatorium «Avangard» in Nemirov city:
1. When working with consumers.
It is necessary to change the attitude towards advertising, so that advertising not only demonstrated the range of services of the sanatorium, and where to go, but also gave other ideas about the image of «Avangard». When conducting an advertising campaign in the media in order to form a positive image of the company, the provision of advertising information should be based on the consumers' perception of the quality and capabilities of the «Avangard» image, a wide range of services, provision of additional services, and differences between the «Avangard» image and other sanatoriums.
Sanatorium «Avangard» should place in the advertising products information about the mission statement and strategic goals (reflecting the interests of consumers), as well as information on the diversity of the range of services and other benefits.
One of the important tasks of advertising in creating an image is the creation of printing products (prestigious avenues, booklets, leaflets, postcards, etc.).
2. Work with the public. In order to strengthen the image of «Avangard» in the
4 Там же.
public eye, one should take part in social events, such as: to sponsor an event that has a wide public resonance; to hold a charity event for veterans; to organize charity meals for the poor; to become an organizer of the holiday for disabled children, etc. Then regularly give information material in the media about the work done. Publications will strengthen the business reputation of the enterprise and its leader.
3. Work with government agencies. The
purpose of PR actions aimed at enhancing the image of «Avangard» when working with the authorities is to establish two-way communication to identify common interests or common ideas and to achieve mutual understanding. Therefore, it is very important to have constant personal contacts between the managers and specialists of «Avangard» with representatives of the regional administration and the city, ministries, public organizations, etc.
Conclusions. Summarizing the work, we can draw the following main conclusions about the degree of achieving the tasks. The study carried out in this article provides a fundamental basis for the introduction of an effective image positioning system for the sanatorium «Avangard» in the city of Nemirov, Vinnitsa region.
The theoretical and methodological foundations of the study of tourism development, the current state of tourism in Ukraine, the image conception, image positioning were studied, resulting in the following. Nemirov city has all the necessary conditions for the development of sanatorium and spa treatment. There are many natural recreational resources in the region: balneological, landscape, cognitive. The greatest amount of oxygen is allocated pine, spruce, oak and birch. Modern studies have shown that odors are capable of increasing muscle strength, can stimulate respiration -this is characteristic of the smell of birch, lemon, eucalyptus, and may also suppress them, for example, the smell of poplar, lilac, valerian. The scents of hawthorn, poplar, camphor, and in the summer - pine and spruce stimulate the cardiovascular system, increase the heart rate and arterial pressure. Normalize the work of the cardiovascular system, smells of oak, birch, melissa, valerian.
A key element of the tourism system is an area that attracts tourists, where he makes his journey and where he spends some time -destination.
Thus, making image of tourist destinations is aimed at attracting tourists by displaying the exclusivity of the tourist territory through various communication technologies.
Research of the image perception peculiarity shows that when forming the image of the city of Nemirov, it is necessary to rebuild the existing image and form a new one, associated with the historical values of the city, such as the Scherbatova Palace, the image. To do this, it is necessary to improve such attributes as the image of the rendered tourist services provided in the city, which could be significantly improved by updating the infrastructure of the city. As a result of the practical analysis of the peculiarities of forming the image of the sanatorium «Avangard», the following conclusions were made:
• the main generalized criteria for the effectiveness of forming the image of the sanatorium «Avangard» are «the attractiveness of the image» and «resource supply»;
• the content of the image of the sanatorium «Avangard» is determined by the totality of the semantic characteristics of its structural components. The structure of the image includes representations of the social environment, the level of comfort, the style of the sanatorium, pricing policy, as well as the image of the manager and the image of the firm's personnel, external attributes;
• the main subject of the process of forming a positive image of the sanatorium «Avangard» is the collective and the qualification of employees in general;
• the model of forming a positive image of the sanatorium «Avangard» should be based on the integrated interaction of participants in this process, carried out on the basis of social perception.
Considering the above, we presented ways to improve the image of the sanatorium «Avangard» using PR methods. It is necessary: to periodically hold event-events; To increase the recognizability of the image of the founder and owner of the company; to put into practice the use of the sanatorium not only as a place for recovery, but also to make maximum use of
the cultural and historical resources located on the territory of the sanatorium.
Creation of the image of the sanatorium «Avangard» will give its positive impact on
the formation of a good image of the city of Nemirov as a tourist destination and further formation of the city of Nemirov as a tourist brand.
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ГЛАДКИЙ Александр Витальевичa, КИЛИВНИК Владимир Степанович б, БЕЙБИТАйгеримв
aв Киевский национальный торгово-экономический университет (Киев, Украина); aдоктор географических наук, профессор; e-mail: alexander.gladkey@gmail.com; б Национальный медицинский университет имени Николая Пирогова (Винница, Украина);
кандидат медицинских наук, доцент; e-mail: vs.kulivnuk@ukr.net; в Магистр; e-mail: ovr@univ.kiev.ua
СОЗДАНИЕ ТУРИСТИЧЕСКОГО ИМИДЖА САНАТОРИЯ «АВАНГАРД» В НЕМИРОВЕ
Современные способы продвижения туристического продукта на Украине осуществляются в условиях глобализации, перехода к информационному обществу и повышения конкуренции для потребителей. Трудно переоценить роль туризма в социально-экономическом развитии различных регионов. Туризм - очень специфический сектор экономики. Он рассматривается как одна из наиболее прибыльных и интенсивно развивающихся отраслей мировой экономики. Современный туризм занимает все более важное место в экономике Украины. На Украину в первом полугодии 2017 года въехало 6,3 млн туристов, что на 8,7% больше, чем за тот же период 2016 года (5,8 млн иностранцев). Ключевыми условиями выживания в жестких условиях туристического рынка являются необходимость сосредоточения усилий на формировании высококачественного туристического продукта, способного удовлетворить самые высокие требования современного потребителя и успешно продвигаться на рынок. Значительную роль в этом процессе играют четыре группы факторов: мегафакторы (климатические особенности района), макрофакторы (уровень экономического и политического развития страны), мезофакторы (туристический регион, его социальные и инфраструктурные особенности -
разнообразный туристический продукт) и микрофакторы (человеческие ресурсы, комфорт и сервис, технологии продвижения продукта, в том числе через социальные сети, и т. д.). Данное исследование посвящено созданию туристического имиджа санатория и курорта, расположенного в городе Не-мирове, Винницкой области Украины, с использованием различных мезофакторов, информационных технологий и Интернета, подготовленных к продвижению туристического продукта этих дести-наций. Объектом исследования является санаторий «Авангард», расположенный в городе Немирове. Предметом исследования является создание туристического имиджа санатория «Авангард» и его продвижение на рынке. Основной целью работы является исследование имиджа санатория и курорта, расположенных в городе Немирове Винницкой области, которые способствуют привлечению посетителей или туристов и последовательно продвигают эту организацию на рынок посредством различных маркетинговых коммуникаций.
Ключевые слова: санаторно-курортная дестинация, имидж санатория, оздоровительный, культурный, образовательный и исторический туризм, город Немиров, санаторий «Авангард», Винницкая область.
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Гладкий А. В., Киливник В. С., Бейбит А. Создание туристического имиджа санатория «Авангард» в Немирове // Современные проблемы сервиса и туризма. 2018. Т.12. №2. С. 70-82. DOI: 10.24411/1995-0411-2018-10206.
Дата поступления статьи: 17 мая 2018 г.
Gladkey A. V., Kilivnik V. S., Beibit A. (2018). The creation of touristic image of sanatorium "Avangard", Nemirov city, Vinnitsa region. Sovremennye problemy servisa i turizma [Service and Tourism: Current Challenges], 12(2), 70-82. doi: 10.24411/19950411-2018-10206. Received May 17, 2018
